Get to know the 12 Brand Archetypes
Branding is not just about having a logo or a catchy slogan, it’s about creating a well-rounded back story. Forming your brand into a character will help people resonate deeper with it and bring more clarity and direction as to ‘who’ your brand is, how it communicates and what it aims to be.
A powerful way to do this is by using the concept of brand archetypes, or brand personalities. Originally developed by psychologist Carl Jung and later expanded by branding experts like Margaret Mark and Carol S. Pearson, these archetypes provide a framework to understand and define your brand’s personality and what character it plays in the world.
Each of the 12 archetypes represents a universal pattern of behaviour and motivation, helping brands connect with their audiences more emotionally… because people understand people.
I have aimed to make these easy to understand by adding real-world examples of celebs, pop culture characters, and brands who encapsulate each archetype well. However, they can often share the traits of other groups, so it’s good to keep in mind that there’s usually no one-only category.
Understanding the 12 archetypes can help you define your brand’s personality to craft a more compelling, well-rounded and convincing narrative. By aligning with an archetype, your brand can build stronger emotional connections with your audience, making your messaging more impactful and memorable. If you’re looking to refine your brand identity, consider which of these archetypes resonates most with your values and goals.